This was the OpsStars 2019 keynote that presents the use of a more scientific approach to sales to establish sustainable growth. Today resources from VCs are mainly focused on birthing unicorns. Thousands of other companies are considered to be the walking dead. Through the use of a more Scientific approach many of them can become financially successful in a sustainable way. Think of it as making them customer funded. This presentation discussed the 7 elements needed for success: 1) Define the right Go To Market 2) Establish a Data driven culture 3) Use of process to do more of what works 4) Develop skills not just knowledge 5) The right organizational structure 6) Enabled by the latest insights (content) 7) And provided with tools that act as a force multiplier The frameworks to put these in practice are provided in this deck. More then 120 videos can be found on this youtube channel: youtube.com/winningbydesign

1. SCIENCE
W W W . W I N N I N G B Y D E S I G N . C O M
J A C C O V A N D E R K O O I J
S A L E S A S A

2. SCIENCE
S A L E S A S A
S U S T A I N A B L E
GROWTH

3. THE
CULTURE

4. THE
CULTURE

8. I don’t believe in a
no-win scenario.
“
Captain James T. Kirk

9. SALES AS A SCIENCE

10. All customer facing roles
not involved in engineering
the product such as: sales,
prospecting, marketing,
and customer success.
SALES AS A SCIENCE

11. The systematic study of
the structure and behavior
of the physical and natural
world through observation
and experiment.
SALES AS A SCIENCE

12. STRUCTURE
The arrangement of and
relation between the parts
or elements of something
complex.
⍺
⍬
length

13. GO
TO
MARKET
PROCESS
TOOLS
SKILLS
ENABLE
ORG
ELEMENTS
The simplest form of
something that cannot be
broken down into parts.
DATA DRIVEN CULTURE
GTM

15. PMF SCALEMVP GTMF GROW
ARR
Time

16. PMF SCALEMVP GTMF GROW
ARR
Time
Team
Deals
Entrepreneur
Process
Unit Economics

17. Funding
PMF SCALEMVP GTMF GROW
ARR
Time
Team
Deals
Entrepreneur
Process
Unit Economics

18. Deals
Process
Unit Economics
Team
Entrepreneur
Funding
ARR
Time
PMF SCALEMVP GTMF GROW

19. Process
Deals
Unit Economics
ARR
Team
Entrepreneur
PMFMVP
Time
SCALEGTMF GROW
New CEO
New VP Sales

20. ARR
SCALE GROWPMFMVP
Team
Entrepreneur
Time
GTMF
Process
Unit Economics
Deals

22. Deals/year
Deal size
2-STAGE
PLG
FIELD SALES
NAMED ACCTS.
1-STAGE

23. 2-STAGE
PLG
FIELD SALES
NAMED ACCTS.
1-STAGE
Deals/year
Deal size
1-1
Inbound
1-many
1-few
Outbound

24. 2-STAGE
PLG
FIELD SALES
NAMED ACCTS.
1-STAGE 1-1
Inbound
1-many
1-few
Outbound
Deals/year
Deal size

25. 2-STAGE
PLG
FIELD SALES
NAMED ACCTS.
1-STAGE 1-1
Inbound
1-many
1-few
Outbound
Deals/year
Deal size

26. Deal size
2-STAGE
PLG
FIELD SALES
NAMED ACCTS.
1-STAGE 1-1
Inbound
1-many
1-few
Outbound
Deals/year

27. Deal size
2-STAGE
PLG
FIELD SALES
NAMED ACCTS.
1-STAGE 1-1
Inbound
1-many
1-few
Outbound
Deals/year

29. LEADS
WINS

30. LAND EXPAND
thinking

31. thinking

32. =1.95
7

33. LEADS MRRCR1 CR2 CR3 CR4
MQL SQL SAL WIN
ACV
DISCOUNT
12% 17% 80% 16% 80%1,000
$1,200
$2,506

34. 12% 17% 80% 16% 80%
14% 19% 85% 19% 85%
1,000
1,100 $4,820
LEADS MRRCR1 CR2 CR3 CR4
MQL SQL SAL WIN
ACV
DISCOUNT $1,200
$2,506

35. COMPOUND
MRR
Install

36. (CHURN + UPSELL)MRR x
PERIODS

37. Profit
Periods

38. Profit
Periods
$
$

39. MRR x (CHURN + UPSELL)
PERIODS

40. Sales Customer Success
Customer Success
PERIODS
MRR x
Customer Success
(CHURN + UPSELL)

45. 85%
SDR HAND-OFF
20%AE WIN RATE
ACV $18,000

46. 10%
60%
FIND
THOSE
WITH A
PAIN
20%
85%
AE WIN RATE
SDR HAND-OFF
ACV $18,000

47. 30%
10%
60%
FIND
THOSE
WITH A
PAIN
20%
85%
TRAIN
REPS TO
SELL
AE WIN RATE
SDR HAND-OFF

48. 30%
10%
60% 95%
20%
85%
TRAIN
SDRs TO
QUALIFY
TRAIN
REPS TO
SELL
FIND
THOSE
WITH A
PAIN
AE WIN RATE
SDR HAND-OFF

49. 30%
10%
60% 95%
20%
85%
TRAIN
SDRs TO
QUALIFY
TRAIN
REPS TO
SELL
FIND
THOSE
WITH A
PAIN
SCALE.
AE WIN RATE
SDR HAND-OFF

51. SDRs AEs ONBs

52. SDRs AEs ONBs
SQLs WINs LIVEMQLs

53. SDR
AE
+
ONB
+

54. SDRs AEs ONBs
SQLs WINs LIVEMQLs

55. ARRnew
MQL
Group of resources that
works together toward
a common goal
SDR generating SQLs
through inbound and/or
outbound work
AE to obtain commits at
a ~sales cycle, win rate
ONB/CSM to perform the
onboarding of a client at
a set # days and % of
retention
POD achieves a growth
rate that’s economically
sustainable

56. ARRnew
MQL
6: 2 deals/AE/mo
30 SQLs
100 MQLs
CR2: 0.3
WR: 1:5
Retention: 100%
$90,000k/ARRnew/mo
$1,080k/year
ACV: $15k

57. CSM
AE
SDR
30 SQLs
$1,080k/year
100 MQLs
CR2: 0.3
WR: 1:5
ACV: $15k
Retention: 100%
$80k: $80k
$160k: $320k
$100k: $100k
$400k 37%CAC:
MQL
ARRnew
6: 2 deals/AE/mo
$90,000k/ARRnew/mo

58. MQL
$1,080k/year
ARRnew

59. $1,080k/yearMarket 1

60. $1,080k/year
$1,440k/year
Market 1
Market 2

61. $1,080k/year
$1,440k/year
$960k/year
Market 1
Market 2
Market 3

63. TIME
KNOWLEDGE
People mistakenly assess
their cognitive ability as
greater than it is.
COGNITIVEABILITY

64. TIME
FASTER
MORE
INSIGHTS
KNOWLEDGEImpact of vast
amount of online
knowledge
COGNITIVEABILITY

65. TIME
S K I L L S
KNOWLEDGE
COGNITIVEABILITY
4 YEARS1 YEAR

66. PRODUCTIVITY
TIME
S K I L L S
KNOWLEDGE
4 YEARS1 YEAR
ABILITY

67. PRODUCTIVITY
TIME
S K I L L S
KNOWLEDGE
4 YEARS1 YEAR
AVERAGE TENURE
ABILITY

68. PRODUCTIVITY
TIME
S K I L L S
KNOWLEDGE
4 YEARS1 YEAR
AVERAGE TENURE
PRODUCTIVITY GAP
ABILITY

69. .COACHING.
TIME
S K I L L S
KNOWLEDGE
4 YEARS1 YEAR
AVERAGE TENURE
ABILITY
VIDEO ON THIS:

70. R
E
K
S
COACHINGMANAGING

71. R
E
K
S
COACHINGMANAGING

74. are we enabling
them with?

75. are we enabling? are we enabling
them with?

76. The Company The Sales team The Customer
Enabling our
sales team to
sell our product

77. Usage data Open rate
Content
Fresh
Content
Relevant
content
Data / Analysis

78. The Company The Sales team The Customer

79. The Company The Customer
Enabling our clients
to buy the impact
we provide
The Sales team

80. The Company The CustomerThe Sales team

81. The Company The CustomerThe Sales team
How our product impacts
the customer’s business

82. Enabling our
clients
to buy the impact
we provide
Enabling our
sales team
to sell our product

86. The Company The “Sales” team The Customer
Performance
Enhancing
Workflow &
Intent insight
Content
Distribution

90. SERVER
PLATFORM
APPLICATIONS
APPLICATIONS
NOT INTEGRATED
INTEGRATED

91. SERVER
PLATFORM
APPLICATIONS
APPLICATIONS
MARKETING SALES CUSTOMER SUCCESS
NOT INTEGRATED
INTEGRATED

92. SERVER
PLATFORM
APPLICATIONS
APPLICATIONS
NOT INTEGRATED
INTEGRATED
MARKETING SALES CUSTOMER SUCCESS

93. SERVER
PLATFORM
APPLICATIONS
APPLICATIONS
MARKETING SALES CUSTOMER SUCCESS
RECURRING
REVENUE
NOT INTEGRATED
INTEGRATED

94. SERVER
PLATFORM
APPLICATIONS
APPLICATIONS
NOT INTEGRATED
INTEGRATED
MARKETING SALES CUSTOMER SUCCESS
RECURRING
REVENUE
RECURRING
IMPACT

95. SERVER
PLATFORM
APPLICATIONS
APPLICATIONS
MARKETING SALES CUSTOMER SUCCESS
NOT INTEGRATED
INTEGRATED

97. when things go right
we hire more people,
and when things go
awry we fire people.
when things go right we
scale all elements, and
when things go awry we
analyze the data, and
inspect the process.

98. We have created a playlist of videos
for you on YouTube. Point your
camera at the screen and click on
the link. Or type in as follows:
www.youtube.com/winningbydesign

99. SCIENCE
S A L E S A S A
S U S T A I N A B L E
GROWTH

100. SCIENCE
W W W . W I N N I N G B Y D E S I G N . C O M
J A C C O V A N D E R K O O I J
S A L E S A S A